Product placement in TV shows is about to change forever after Seven recently signed an exclusive deal with UK digital product placement specialist MirriAd.
MirriAd places products and signage into television shows in the post-production stage, putting products into scenes that were never there at the original shoot.
It opens up all sorts of sponsorship opportunities in post-production.
The partnership will see MirriAd’s technology insert lifelike brand images into shows such as Home and Away and Packed to the Rafters.
MirrAd was set up three years ago by former BBC Ventures director Mark Popkiewicz and appointed former Endemol UK creative chief Peter Bazalgette, who was widely credited with popularising Big Brother and Deal or No Deal. But The Daily Mail also named him as one of the “Ten Worst Britons” for Endemol’s Five show The Farm, in which Rebecca Loos became intimate with a pig.
Seven will be deploying a MirriAd Hub in Sydney.
James Warburton Seven Media Group Chief Sales and Digital Officer, said: “Seven is recognised for its innovation in developing compelling marketing solutions for its clients. Our cross-platform and integration business, SMG Red, continues to be a powerhouse and our agreement with MirriAd allows to build on that success. We’re pleased to be working with MirriAd.”